Best Practices for AI Content Automation in AEM and Adobe Campaign

To create visibility and recall in a multi-touchpoint customer journey, marketing teams must produce a high volume of relevant, on-brand content efficiently.

This requires a content supply chain that can deliver high-quality copy and compelling visuals in lockstep.

Adobe Experience Manager (AEM) addresses this by integrating Generative AI tools into its core.

This guide outlines the best practices for harnessing these integrated AI tools to create more effective marketing communications for platforms like Adobe Campaign.

Best Practices for AEM AI Content Automation

• Integrate AI into Your Entire Content Workflow: Treat generative AI as an integral part of the AEM authoring process, from initial copy creation to final asset adaptation.

  Train teams to use it for first drafts, brainstorming, and creating channel-specific asset variations. This embeds efficiency directly into your content supply chain.

• Establish Clear Guidelines: Before rollout, establish a well-defined content strategy and clear brand guidelines.

  Use AEM's templates and Adobe Firefly's style guides to ensure all AI-assisted content is consistent, on-brand, and accurate.

• Prioritise Human Oversight and Review: Generative AI should be positioned as a powerful assistant rather than an autonomous creator.

  AI-generated content must be reviewed and refined by a human.

• Leverage AEM's Structure for Campaign Variations: Use AI to quickly generate multiple variations of a content fragment, including both its textual and visual components.

  These variations can then be used in Adobe Campaign to run A/B tests or deliver more targeted messages, with minimal manual effort.

What is the use of AI in AEM?

AI in AEM is used to create and modify both text and images directly within the platform:

• It can generate, rewrite, and summarise content.
• It can create new images from text prompts, add or remove elements from existing images, and modify them for different platforms.

What are some best practices for using AEM with Adobe Campaign?

The primary best practice is to use AEM as the single source for all marketing content.

Create content variations (both text and images) using AEM's AI and structured content features, then seamlessly push them to Adobe Campaign for A/B testing and personalised messaging.

What is the content management system in AEM?

Adobe Experience Manager (AEM) is a comprehensive content management system designed for large enterprises.

Its core function is to provide a central platform for all marketing content and assets.

Is Creative Cloud a collaboration tool?

Yes, Creative Cloud is designed for collaboration.

It enables teams to share assets, libraries, and feedback across different Adobe applications.

Which companies use Adobe Creative Cloud?

Thousands of leading global companies across every sector use Adobe Creative Cloud. Major brands in technology, media, finance, and retail rely on it for their creative and marketing operations.

Its widespread adoption makes it the industry standard for professional creative work.

What are the main types of content automation?

In content marketing, automation typically involves:

• Content Creation, using AI to generate text and designs
• Content Curation, automatically gathering relevant content
• Content Distribution, scheduling and publishing posts across platforms
• Content Analytics, automatically tracking performance and generating reports

What is another term for content automation?

A synonym for content automation is "automated content marketing" or "marketing content orchestration." These terms also describe using technology to streamline the creation, management, and delivery of marketing content.